14.
… and Amazon happened <ul><li>Massive bookstore in the sky </li></ul><ul><li>Amazon did to big chain book retailers what the chains did to indie bookstores </li></ul><ul><ul><li>Unlimited selection + </li></ul></ul><ul><ul><li>+ Convenience </li></ul></ul><ul><ul><li>+ Low prices </li></ul></ul><ul><ul><li>= Happy customers </li></ul></ul><ul><li>Leveled the playing field for indie authors </li></ul>

19.
… and they were right. Publishers are super fabulous <ul><li>Employ smart, passionate people who love books </li></ul><ul><li>Relationships with the biggest authors </li></ul><ul><ul><li>Acquire great books, which they make even greater </li></ul></ul><ul><li>Strong distribution relationships </li></ul><ul><li>Strong promotional and selling ability </li></ul>

22.
… but many publishers don’t see the gathering storm up ahead … <ul><li>READERS (CUSTOMERS!) </li></ul><ul><ul><li>Relish greater diversity of choice, lower cost </li></ul></ul><ul><ul><li>Don’t value publishers as much as publishers value publishers </li></ul></ul><ul><ul><li>AUTHORS </li></ul></ul><ul><ul><li>Often write for reasons different than publishers publish </li></ul></ul><ul><ul><li>Ebooks are blowing the distribution doors wide open for indie authors </li></ul></ul><ul><ul><li>Great authors are overlooked because of a myopic, lemming-approach to publishing </li></ul></ul>

47.
Leverage customer as extension of sales and marketing team <ul><li>Book selling has always been about W.O.M. </li></ul><ul><ul><li>Customers decide what sells </li></ul></ul><ul><ul><li>Catalyze community </li></ul></ul><ul><ul><ul><li>Give customers something to talk about and share </li></ul></ul></ul>

51.
Final words <ul><li>Indie ebooks will shift power in publishing to authors and readers </li></ul><ul><ul><li>Authors will determine what’s published, and readers will determine what’s read </li></ul></ul><ul><li>Scarcity tactics will backfire </li></ul><ul><li>Speed of publishing will increase </li></ul><ul><li>Traditional and indie publishers face unprecedented opportunity to reach readers </li></ul><ul><ul><li>Unprecedented risk as well </li></ul></ul>